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FAZ ad scoop for Scholz & Friends

THE 2024 Industry Craft Grand Prix has gone to ‘The 100th Edition’, an emotive piece of work entered by Scholz & Friends on behalf of Frankfurter Allgemeine Zeitung.

The FAZ is recognised as one of the most respected daily newspapers in Germany, illuminating news from different perspectives and providing controversial commentary.

This distinctive positioning is carried through to its advertising, which always features illustrious readers holding the newspaper. Up until the end of 2023, 99 figures had been featured with the strapline ‘There’s always a brilliant mind behind it.’

For The 100th Issue, FAZ wanted to make a profound statement against racism and anti-semitism, so it used Holocaust survivor Margot Friedländer for its new campaign. Photographed by Wim Wenders, the campaign broke on January 27, Holocaust Memorial Day and the day Nazi concentration camp Auschwitz was liberated.

Jury President Kalpesh Patankar, also chief creative officer, Leo Burnett, UAE, said the winning work was “extremely emotional and hits you hard. All of us felt so strongly that, in a divided world, we wanted to celebrate this message of hope.”

The Jury also awarded four Gold Lions to campaigns from the UK, US, UAE and US/Brazil. One of the Gold Lions winners, Coca-Cola’s ‘Recycle Me’, has already secured a Grand Prix this week in the Print & Publishing category.


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